Building a Business with Joy, Faith and Wellness
Fiorella Peterson, owner of Firgun Interiors. Photo by Jennifer Marquez, JEFAS Magazine.
By Lily Allen-Dueñas, JEFAS Magazine
The Hebrew word “firgun” means to be happy for someone else’s success. This concept became the name and driving philosophy behind Fiorella Peterson’s West Des Moines interior design business. “Being genuinely happy for others, especially when you’re hurting, isn’t always easy,” says Peterson. It’s a lesson the Peruvian immigrant has learned through building her business while navigating depression, anxiety, and the challenges of starting a life in Iowa. For Peterson, who immigrated at 23, this principle has become her compass through entrepreneurship, personal struggles, and the daily work of building a healthy life far from home.
When Peterson moved to Iowa she didn’t speak English, couldn’t drive, and was a world away from her family. Her husband, a realtor who saw her talent and potential stood by her every day, encouraging her to chase her dreams—even when she didn’t think they were achievable. “In the beginning, I struggled with confidence. I dealt with imposter syndrome questioning whether I was truly capable,” she recalls of 2021 when her business was just beginning.
Today, Peterson is the founder of Firgun Interiors, an interior design consultancy specializing in residential and commercial design, furniture selection, and home staging. To top it off, her parents, who taught her how to “dream big and move forward with faith” from their own experience as business owners, now live in Iowa with her. Firgun honors their resilience by uplifting others through her work and bringing them true joy – the value she turns to when navigating challenges.
Finding Calm Through Faith, Music, and Movement
Peterson is open about experiencing depression and anxiety, particularly during her transition to life in the U.S. She approaches mental health with intentionality and compassion. “I pray, praise and listen to music that calms my soul,” she declares. When cooking or taking a shower, she dances. She used to be a Zumba instructor, something she hopes to return to once she can find time amidst the busyness of entrepreneurship and her full-time job at Homemakers. When difficult emotions surface, she leans into the meaning of Firgun. “It’s a daily practice. Through love and gratitude, and by relying on God, I’m learning to live it more fully. That’s the spirit I want to bring into every project and every relationship—genuine joy for others, and a heart that lifts others up. I remind myself that I am blessed.”
Wellness from the Kitchen to the Park
Prioritizing wellness requires commitment of mind and body. “I walk a lot at Homemakers and I go to the park after my shift for a walk because that connects me with nature,” she shares. “I try to eat a lot of fruits and vegetables. I know that that makes a big difference.” Her favorite local place to stock up on healthy food and snacks is Gateway Market, especially their chicken corn tortilla soup and sushi rolls.
Peterson also reduced her caffeine intake after noticing its impact on her mental well-being. “I used to drink two cups of coffee every day, but it made my anxiety worse. Now I stick to apple cider juice.” While she was previously vegan, she now eats meat in limited quantities, recognizing this is better for her health and animal welfare concerns. These lifestyle choices help her feel healthier and concentrate on her business.
Growing Steadily with Purpose
Peterson’s approach to financial wellness is grounded in humility with a focus on steady growth. “Money doesn’t drive me. I’m not trying to get rich,” she says. “I want just enough to care for my family and the freedom to support those in need.” She reinvests earnings from Firgun Interiors into new furniture and classes to keep building her skill set. She makes sure to invest in herself, which isn’t something many young entrepreneurs prioritize, but it sets Peterson apart.
She dreams of one day hiring friends from past jobs and design classes. “I want to encourage them to pursue their own dreams,” she notes. “My dream is to build a business that supports others, creates meaningful opportunities and connections, and serves as an inspiration for anyone who wants to start their own business, especially those who face the challenges of being from another country.”
Fiorella Peterson, owner of Firgun Interiors. Photo by Jennifer Marquez, JEFAS Magazine.
A Day to Celebrate Joy
Every July 17, Peterson marks Firgun Day, inspired by the Israeli holiday honoring selfless joy for others. “It’s simple,” she says. “You give someone a genuine compliment. You tell someone you admire their strength. You help lift others up. That’s the spirit I want to share through my business and through my life.”
In a world that often celebrates individual achievement, Fiorella Peterson has built her business and life around a different principle: lifting others up lifts everyone. As she continues growing Firgun Interiors and supporting her community, she’s living proof that dreams planted in foreign soil can bloom into something beautiful. “This journey has been one of growth, faith, and community and I’m just getting started,” she shares.
